Gap’s Interactive Holiday Site Lets You Play Music With Your Stripes
An augmented reality experience enables users to create different sounds by activating their webcam and strumming stripy clothes
Gap has partnered with the electronic music artist Blood Orange for an interactive experience created for the holiday season. ‘Play Your Stripes’ is an augmented reality experience on Gapgiftguide.com, a site that offers a holiday gift guide for stress-free seasonal shopping. The experience lets visitors create different sounds by activating their webcam and then strumming their stripy clothes.
Part of a campaign, created in collaboration with Wieden + Kennedy New York, ‘Play Your Stripes’ enables users to remix sounds on the track “It Is What It Is” by Blood Orange or create their own tunes using a variety of synthesized musical notes. These personalized creations can then be shared on social media.
The campaign also includes a series of ten short films that playfully give viewers a glimpse into the secret lives led by items of clothing, such as gloves and leggings. Gap’s Global Chief Marketing Officer, Seth Farbman, says:
Play Your Stripes encapsulates the lighter tone of our Dress Normal Holiday campaign, by reinventing the idea of gifting crazy stripe knitwear for a digitally focused audience. It also reflects the increasing focus on digital and social media engagement we have been building toward as a brand. We’re inviting our customers to put a smile on the face of family and friends by sharing their musical talents in a fun and highly seasonal way. Gap’s first store sold jeans and records, so it is fitting in the year of our 45th anniversary to have a link back to our musical heritage, but in a way that will resonate with today’s youth culture.
As well as the interactive online experience, Gap partnered with Blood Orange and visual artist/director Alex Da Corte to create a special video to drive consumers to ‘Play Your Stripes’. You can check out the video below: